Over half of UK consumers will maintain or increase spending on soft furnishings over the next 12 months – even amid economic uncertainty and the rising cost of living, a new report has revealed.
Rug and mat maker Kleen-Tex has published the Homeware Buyers Index 2025, which explores how both consumers and retailers are navigating purchasing decisions in a competitive, trend-sensitive and price-pressured market.
The report has shown that despite inflationary pressures, one in two consumers say their homeware spend will remain steady or grow, with the majority budgeting £200–£500 annually for soft furnishings like mats, runners, and decorative textiles.
Meanwhile, a surge in demand for washable, durable, and multi-functional products is reshaping what buyers prioritise on shelves. Among retail professionals, 87% report growing demand for washable products, with garden centre buyers emerging as the most open to switching suppliers – driven by appetite for improved pricing, stock reliability, and sustainable innovation.
Elaine Smith, European Marketing Director at Kleen-Tex Home said: “Our Homeware Buyers Index clearly shows that consumers aren’t stepping back from investing in their homes – even in tough times. That marks a clear shift in how people are choosing to spend, and where they see value.
“For retailers and brands, the message is clear: expectations are evolving fast. Once niche concerns, functionality, hygiene and sustainability are now core to how people evaluate products and make purchasing decisions.”
Over 500 buyers at leading retailers were surveyed as part of the report, to gain key expert insights, as well as over 1,000 consumers to shed light on the trends and challenges consumers are facing when it comes to purchasing behaviour.
Other key insights from the report include:
- 55% of consumers say quality and durability influence soft furnishing purchases more than trends
- 45% of retail buyers say good margins and fast delivery would prompt them to switch suppliers
- Seasonal interest remains high – particularly in supermarkets and garden centres, with buyers seeking ranges that complement promotional cycles
- Younger consumers (25–44) and pet owners are spending more frequently, and more impulsively
The Homeware Buyers Index offers retailers and brands a detailed picture of where consumer and buyer priorities are heading – helping them make smarter decisions on product development, supplier strategy, and future category investment.
Retailers and brands looking to download the Homeware Buyers Index can do so here.
